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The Essential Work of Marketing

To win, Marketing must be more than Marcom. Marketing is the only function that connects a business from first idea to customer use and satisfaction. The right Marketing drives strategy and execution, innovation and growth. The right organization aligns marketing resources across Platform, Customer, Product, and Market Management – delivering essential business value beyond the traditional marketing focus of advertising and promotion.

Faced with new market or product opportunities, or with slow growth and shrinking margins, the full work of Marketing must be harnessed, integrated and optimized to win.